Sales Enablement & Content Strategy
Equipping sales teams with persona-driven content, centralized resources, and actionable insights.
The sales team lacked a centralized enablement platform and consistent, persona-driven collateral. Sales assets were fragmented, outdated, and misaligned with the audiences and industries generating the highest-value opportunities.
Role: Marketing Lead • Content Strategy • Platform Implementation • Training • Change Management
Strategic Objectives
Build a scalable sales enablement program that unified content, modernized messaging, and empowered sales teams with the tools needed to improve engagement and conversion.
01
Modernize Messaging
02
Centralize Sales Enablement
03
Drive Team Adoption
Areas I Focused On
New Positioning & Collateral
Audited existing collateral and led a complete content refresh, redesigning presentations, one-pagers, and case studies around key buyer personas. Coordinated multiple photoshoots and creative direction to develop authentic caregiver-focused imagery.
Platform Launch
Selected, implemented, and customized Showpad as the organization's sales enablement platform, developing a scalable information architecture, content governance standards, metadata strategy, and taxonomy for long-term adoption.
Leading Training & Adoption
Led virtual and in-person training sessions to drive adoption across sales teams, training users on content discovery, engagement analytics, and best practices during national sales meetings.
Analytics and Tracking
Designed reporting dashboards that gave marketing and sales leadership visibility into content performance, adoption, and engagement, creating accountability and informing future content investments.
Field Testing & Optimization
Partnered with sales leadership to evaluate content performance, gather frontline feedback, and continuously optimize collateral based on prospect engagement.
Sales & Marketing Alignment
Established recurring cross-functional planning sessions between marketing and sales to strengthen collaboration, align messaging, and create a continuous feedback loop that improved future campaigns and collateral.
Results
34.67% YoY increase in monthly inbound leads, setting a new company record.
20% increase in inbound leads from June–December.
8,243 sessions and 33,058 minutes of engagement with new sales collateral during the first six months.
1,570 shares of refreshed sales content across referral sources and internal teams.
Aspect Marketing & Advertising Award – Second Place, Best Rebranding.